My client, “Brunhilde,” wanted a sales letter. She was a marketer herself, so she was very clear about what she wanted.
“Please include this paragraph,” she said firmly. “I used it in another sales letter and it works! I wrote it myself.”
When I finished the first draft, Brunhilde liked everything … except this one paragraph. “It doesn’t sound like me at all,” she said. “I’d never use those words. Why would you include them?”
Brunhilde is a good client so I removed the offending paragraph – written by her – and said nothing. I just smiled quietly and realized Brunhilde had just confirmed ..
Myth #1: To sound authentic you have to use your own words and write your own content. That’s why you can’t hire a copywriter.
What really happens?
Copywriting Tip: “She thought this would make her copy more authentic…”
